Success in Africa depends on many factors including agility and localisation of strategy. Realising opportunities will take time as companies navigate complex environments and develop extended operational parameters.

Nielsen’s African Prospects Indicator (APi) provides existing and potential investors in Africa with comprehensive insights across an extensive range of indicators, culminating in an unambiguous ranking of Sub-Saharan African countries.

Within this context, the strength of our new APi is its unique ability to integrate business, consumer and retail prospects together with more speculative and commonly used macro-economic factors. This brings companies closer to consumer market realities, which means investment can be optimally directed to achieve maximum impact.

The African Prospects Indicator

The APi is the outcome of intensive collection and analysis of detailed macro-economic, business, retail and consumer information sets. These have been combined and weighted into a consistent single source, trended and comparative set of metrics; to understand not only a country’s relative potential but also thesource of that potential.